Marks & Spencer

Adding warmth to the shop­ping ex­pe­ri­ence, Marks & Spencer’s new bou­tique re­tail de­sign for­mat is more ex­pe­ri­en­tial, tac­tile and ex­cit­ing. VM&RD takes a trip to M&S’s debu­tant for­mat at DLF Mall of In­dia, Noida.

VM&RD - - CONTENTS - Satarupa Chakraborty

In May 2015, Marks & Spencer opened its first bou­tique for­mat store in Brus­sels, Bel­gium. “We wanted to cre­ate a store de­sign which re­flected the evo­lu­tion of our brand with an em­pha­sis on mod­ern, sharp and sim­ple qual­ity de­sign. De­signed to give cus­tomers a pre­mium bou­tique shop­ping ex­pe­ri­ence, the invit­ing store fea­tures a neu­tral colour pal­ette, flat­ter­ing light­ing, large mir­rors and a touch of na­ture with trees spread through­out the de­part­ment. The sleek and sim­ple dis­plays clearly com­mu­ni­cate the breadth of fits, cuts, styles and out­fit ideas avail­able at our stores,” said said Aysha Lakhani, the Head of Vis­ual Mer­chan­dis­ing for Marks & Spencer Reliance In­dia. The brand has now in­tro­duced this new for­mat to a few hand­picked stores across in­ter­na­tional busi­ness in­clud­ing two stores in In­dia – at Pa­cific Mall in Delhi and Mall of In­dia, Noida. The new 22,000 square foot store at DLF Mall of In­dia show­cases the brand’s cloth­ing across, wom­enswear, menswear, kidswear, lin­gerie and beauty. “We wanted to cre­ate a store which is both vis­ually stun­ning and vis­ually in­tel­li­gent at ev­ery level with the in­te­rior ar­chi­tec­ture form­ing ba­sis of the de­sign. Fix­tures and fea­tures are used to di­vide the space with di­men­sion and scale en­abling zon­ing and seg­men­ta­tion,” in­formed Lakhani. The wel­come zone lead­ing into the store re­flects the lat­est col­lec­tion or sea­sonal story pre­sented in a stylish and en­gag­ing way. The pal­ette of soft warm tones con­tinue through to the perime­ter and floor­ing where M&S has in­tro­duced an ar­chi­tec­tural pel­met that cre­ates a more in­ti­mate shop­ping en­vi­ron­ment. Ce­ramic floor­ing un­der­foot com­pletes the ar­chi­tec­tural story.

Neu­tral colour pal­ette adds to the invit­ing na­ture of the store ac­com­pa­nied with the­atri­cal and im­mer­sive light­ing de­signed to flat­ter both our cus­tomers and our high­qual­ity cloth­ing. “We also in­tro­duced a fully ac­cent-driven light­ing scheme which al­lows us to call out key ar­eas and draw the cus­tomers into the space,” added Lakhani. The new bou­tique equip­ment sim­pli­fies equip­ment port­fo­lio to a suite of rails and ta­bles which work across each brand al­low­ing to flex the space ac­cord­ing to the sea­son. Sim­ple props like dec­o­ra­tive fo­liage and in­spir­ing im­agery come to­gether to give a ‘lifestyle’ feel to cus­tomers. The store also fea­tures high im­pact wel­come zones which re­flect the lat­est col­lec­tions or sea­sonal story. Large light­boxes aid nav­i­ga­tion and en­gage cus­tomers with the lat­est cam­paigns.

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